Mobile Phone Preferences Among Young Taiwanese Adults: Do Ethical Attributes Matter?
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 1
Abstract
The purpose of this paper is twofold: First, to investigate mobile phone preferences among young mobile phone users in Taiwan and thereby identify consumer segments with different behavioral profiles. Second, taking the example of an ethically produced smartphone, the ‘Fairphone’, to explore the value social features have to young Taiwanese consumers. The data for this study was collected using a quantitative approach, and 879 usable questionnaires were obtained. A factor analysis was conducted on 22 items listed as mobile phone features, and five criteria emerged forming the basis for decision making: social attributes, reliability and trust, practicality and durability, specifications and price attractiveness and familiarity. These criteria were then used for the segmentation analysis which resulted in five distinct groups: loyal consumers, value conscious consumers, insecure consumers, passive consumers and pragmatic consumers. The Fairphone was most attractive to value conscious consumers, a group keen on a good price/value relation, and thus more attracted by Fairphone’s detailed price breakdown than its green or social attributes. All groups further stated their interest in purchase if the Fairphone offerered the ‘specs I want’ and the same operating system as their current phone. There is however a strong brand loyalty the Fairphone would have to battle against.
Authors and Affiliations
Isabell Handler
Keywords
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